2015 MARKET TRENDS & SALARY REVIEW

Transcription

1 2015 MARKET TRENDS & SALARY REVIEW DIGITAL, SALES & MARKETING

2 2 / PERCEPTOR SERVICES OVER THE PAST 16 YEARS, PERCEPTOR HAS ESTABLISHED AN EXCELLENT REPUTATION FOR ATTRACTING HIGH CALIBRE TALENT. For specialist or senior level appointments we offer an Executive Search service for specialist or senior level appointments. Perceptor engages in a partnership with our clients to identify the role requirements, map the candidate market, pro-actively approach candidates, and interview, assess and manage the project through to successful conclusion. Our fill rate is over 95% and 98% of our placements are still employed with the client company after 18 months. For mid-level roles, we work as the exclusive recruiter on a fee for success basis. This service leverages our extensive network of contacts and, when required, we use online advertising. We source candidates, and interview, assess and manage the process through to successful conclusion. Please contact Perceptor if you are keen to find out more about our services and approach or if you are seeking trusted career advice. Mark O Connor Managing Director Digital, Sales & Marketing P: E: mark@perceptor.com.au

3 3 / CONTENTS 4 / INTRODUCTION AND TRENDS 5 / MARKET SECTOR OVERVIEW 16 / THE NEXT 12 MONTHS 18 / PERCEPTOR SERVICES

4 4 / MARKET TRENDS & SALARY REVIEW INTRODUCTION AND TRENDS Welcome to the annual Perceptor Market Trends & Salary Review. Established in 1999, we are the leading boutique search and selection firm with expertise in Digital, Sales and Marketing. Whilst the media headlines have been forecasting doom and gloom, we have observed a more positive recruitment market during the last 12 months. Hiring conditions are improving (albeit from weak levels of activity) and there are numerous companies investing for growth. This financial year 2014 / 2015, we have started to see the early signs of headcount allocation going towards revenue generating or customer focussed opportunities rather than roles related to further reducing the cost base. For these reasons, we are more upbeat about market conditions than any time since the GFC. DIGITAL MATURING - GOOD NEWS! Over the last 12 months, we have observed a maturing of the recruitment market in the Digital sector as organisations have integrated digital functions into their core businesses. Digital is no longer the nice to have adjunct that it was, it is now either a key strategic channel within a business or it is being absorbed by the business as part of ongoing change or transformation. The effect of this on recruitment is that organisations are expecting their digital hires to be highly competent professionals and, most importantly, to be able to fully integrate with the broader business. Equally, nearly all marketing and many sales roles have an element of digital within them depending on the industry sector the company operates in. The combined effect of these trends is that organisations are looking to upgrade the digital skills in the business and are seeking candidates with digital expertise but also a strong commercial understanding. This upgrading process will lead to an increase in employee churn and should lead to further change in the second half of the financial year. SALES RECRUITMENT STEADY Our general observation across all the major industries for the Sales profession is that it has been a relatively stable 12 months. Hiring has been restricted to key appointments either where a business has needed a major refresh of its sales team or leadership, or, a key role has become vacant and the organisation has needed to make a targeted appointment. We are expecting growth in headcount for most sales teams over the next 12 months, although there are examples of some sectors where traditional sales teams are being restructured to allow for a rise in Digital / E-Commerce channels. Overall, the major skills required

5 5 / MARKET TRENDS & SALARY REVIEW are stronger analytical and strategic relationship management skills and the ability to sell on fact rather than emotion or pure relationship. As corporate confidence improves, we expect it to be reflected in incremental investment in the sales function. MARKETING HIRING STARTING AGAIN At long last, we believe financial year 2014 / 2015 has seen the first genuine, sustainable improvement in the Marketing recruitment market since This recovery is most evident in the mid-market space, i.e, salaries of $120,000 to $200,000. Across all sectors, but most evident in Financial Services and Entertainment/Media we have seen an improvement in hiring. This has been focussed on marketing roles with a heavy orientation towards digital, analytics and customer experience. In reality, this is where the growth in marketing roles will be for the foreseeable future. GENERAL MANAGEMENT AND CHIEF SALES / MARKETING / DIGITAL LARGE CORPORATE (ASX 100 (excluding Top 20) or major multinational) Chief Marketing Officer $385 $475K package % STI + LTI Chief Sales $325 $470K package % STI + LTI Chief Digital Officer $250 $350K package % STI + LTI MEDIUM SIZE CORPORATE (ASX 300 or multinational) Chief Marketing $270 $370K package % STI + LTI Officer Chief Sales $270 $370K package % STI + LTI Chief Digital Officer $220 $300K package % STI + LTI There are early signs that this market is gathering momentum as Boards and CEOs turn their focus to revenue growth rather than cost cutting. It is clear that the Chief or Head of roles for the functions detailed above are more challenging and complex than ever. Stakeholder management is paramount at this level as executives are expected to push through change without causing too much pain and collateral damage for the company. Those companies who choose to go to market in the next few months will find they have a high quality pool of talent from which to select. The figures stated show Total Package including cash, superannuation and benefits. Discretionary components such as bonus and options are excluded. Bonus components tend to range from 10-40% of Total Package, with senior executives on the higher end.

6 6 / MARKET TRENDS & SALARY REVIEW SECTOR OVERVIEW ENTERTAINMENT / MEDIA This sector is large and diverse in Australia and it has also experienced the best and worst effects of digital disruption with all the subsequent pain and opportunity. Media companies continue to transform themselves to digitally centric or at least, multi-platform entities. This is driving growth in demand for senior executives with expertise in Digital Ad Operations, Product Management and Digital Performance Marketing. In all of these areas there is a relative shortage of candidates from mid to senior levels, leading to salary pressure when hiring for companies. Demand for ad sales professionals has been solid over the last 12 months, especially those who are able to upsell clients to sophisticated partner type relationships as programmatic trading continues to take market share at the lower end of the value spectrum. In the Home Entertainment sector, there has been significant consolidation that is still playing out. This has led to a small number of redundancies within the market but most candidates have quickly found another opportunity. Due to the structure of these companies most hiring is at the lower mid-levels where the recruitment market is consistently active. Candidates with a background in national account management, product management or digital account management have found there remains exciting opportunities as the sector evolves. In general, across Sales and Marketing roles salaries have not been increasing more than inflation. Strong digital candidates are typically seeing an increase of approximately 5%, although some, in highly sought after areas such as SEO / SEM may be able to command more. MARKETING & COMMUNICATIONS ENTERTAINMENT / MEDIA Marketing Director $250+ Marketing Manager $130 - $150 Senior Product / Senior Brand Manager $110 - $140 Product / Brand Manager $100 - $120 Segmentation / Acquisition / Retention Manager $120 - $150 Digital Marketing Manager $130 - $170 Public Relations Manager $100 - $130 Internal / External Comms Manager $100 - $120 Internal / External Comms Advisor $110 - $130 Head of Communications $200+ The figures stated show Total Package including cash, superannuation and benefits. Discretionary components such as bonus and options are excluded. Bonus components tend to range from 10-40% of Total Package, with senior executives on the higher end.

7 7 / MARKET TRENDS & SALARY REVIEW SALES & CATEGORY ENTERTAINMENT / MEDIA Sales Director OTE $300 Sales Manager OTE $150 - $170 Business Manager $130 - $160 Strategic or National Account Manager $100 - $130 Channel Sales Manager $130 - $150 Business Development Manager $150 - $170 Category Analyst $90 - $110 DIGITAL ENTERTAINMENT / MEDIA Head of Digital $200 - $250 Head of Online / E-Commerce $150 - $180 Head of SEO / SEM $130 - $150 Head of Product $150 - $180 Head of Content $100 - $130 Social Media Manager $80 - $130 Web Analyst $75 - $95 Head of UX $140 - $180 Project Manager $100 - $150 DATA ANALYTICS ENTERTAINMENT / MEDIA Head of Data Analytics $200+ Insights / Analytics Manager $100 - $150 Data Scientist $90 - $150 Senior Analyst $90 - $130 Analyst $90 - $110 Senior Modeller Analytics $100 - $130 Modeller Analytics $80 - $110 Web Analyst $90 - $120

8 8 / MARKET TRENDS & SALARY REVIEW FINANCIAL SERVICES As we approach the end of the fiscal year, the report card for recruitment activity in Financial Services reads positively. Without question, it has been the busiest year since the GFC and the subsequent cost-cutting and productivity measures that were enforced thereafter. The forecast for this new fiscal year is equally positive. Confidence in the sector, underpinned by the Big-4 banks and the behemoth that superannuation is has seen firms appetite to hire grow. Candidates, in turn, have made the conscious decision to look for their next career move, both internally and externally. For many, this sentiment has replaced the previous better the devil you know adage. Resulting vacancies either need simply re-filling or in many cases, provide the impetus for restructure and perhaps, multiple hiring. Retention of staff has been key and firms have been promoting their organisation s non-financial benefits, including work-life balance, corporate wellness programs, and career progression. With the exception of digital and analytics based roles, annual salary levels have remained flat or marginally higher but typically only in line with inflation. Digital and analytics roles have commanded annual salary increases nearer to the 5%-10% mark as a talent shortage manifests itself. Bonuses have been strong across the board but the improved confidence generated by good bonuses has sometimes acted as a catalyst for staff to become more active in their job searches. Candidates are now beginning to believe that changing companies represents less risk than previous years and, more often than not, will yield a higher remuneration package elsewhere than staying in situ. RETAIL & BUSINESS BANKING Activity in this segment of Financial Services marketing has been highly skewed towards customer insights / analytics and experience, including digital optimisation, and to a degree, increased digital and traditional product ownership roles. The growth in digital marketing has resulted in an increased demand for contractors to cover shortfalls in permanent headcount and for them, to deliver critical projects. Among the Big-4 banks, there has been a major focus on hiring skills in digital content and customer experience. WEALTH MANAGEMENT & FUNDS MANAGEMENT The last 12 months has seen restructures across the leading wealth managers, and consolidation and acquisition among small planning and advisory groups. Again, skills in demand are across the broad function of Digital, but just as important are channel and segment

9 9 / MARKET TRENDS & SALARY REVIEW management skills as firms become more adept at managing their customer data and understanding the depth of their customer relationships. Salaries have been stable and bonuses have been good. INCREASED DEMAND FOR QUALITY HIRES The recruitment forecast in Financial Services is positive for this coming fiscal year and organisations are now beginning to experience a shortage of good calibre candidates in several technical disciplines. Testament to this is that good calibre candidates will have multiple job opportunities running simultaneously, as more roles are vacant longer and become harder to fill. As experts in our field, Perceptor will add value through delivering known and rated candidates. MARKETING & COMMUNICATIONS FINANCIAL SERVICES Marketing Director / CMO $350+ Senior Marketing Manager $170 - $220 Marketing Manager $130 - $160 Head of Product $200 - $250 Senior Product Manager $160 - $200 Product Manager $130 - $160 Head of Brand $180 - $230 Senior Brand Manager $150 - $180 Brand Manager $130 - $160 Head of Communications / Corporate Affairs $220 - $250 Public Relations / Media Manager $130 - $160 Internal Communications Manager $130 - $160 DIGITAL FINANCIAL SERVICES Head of Digital $250+ Head of SEO / SEM $170 - $200 Head of Product $170 - $200 Head of Content $140 - $170 Social Media Manager $120 - $150 Web Analyst $100 - $130 Head of UX $160 - $190 DATA ANALYTICS FINANCIAL SERVICES Head of Data Analytics $220+ Insights / Analytics Manager $150 - $180 Senior Analyst $120 - $150 Analyst $100 - $130 The figures stated show Total Package including cash, superannuation and benefits. Discretionary components such as bonus and options are excluded. Bonus components tend to range from 10-40% of Total Package, with senior executives on the higher end.

10 10 / MARKET TRENDS & SALARY REVIEW FMCG AND CONSUMER GOODS This financial year there has been a greater degree of activity around new hires, particularly in the Consumer Durables space. FMCG remains a challenging recruitment sector with the trend towards downsizing of teams and non-replacement of roles particularly in Consumer Marketing. Companies have been investing in Category, Trade and Channel oriented skills and we have seen many traditional marketing roles evolve to incorporate some of these extra competencies. The strongest part of the Consumer Goods recruitment market remains at the executional level across all disciplines. This is particularly evident in Digital where there is an emphasis on hiring SEO / SEM, social and digital marketing roles. There is also momentum around E-Commerce operational roles in the $100,000 to $120,000 range, particularly in the Retail Fashion and Beauty / Cosmetics sectors. Digital roles in the FMCG sector are not prevalent and the trend is still very much towards outsourcing most of the work to agencies. Even the larger FMCGs are operating with one or at most two digital marketers in the team. Salary increases at this level are reaching 5% or more for skilled Digital and E-Commerce candidates. In regard to sales roles, the market has not changed from the previous year. This is a reflection of the lack of confidence around top-line growth. Many FMCG companies continue to reduce the field sales headcount whilst investing in national business functions but this is having a marginal effect on the recruitment market. In some high growth Consumer Goods sectors, we have observed growth in digital account manager roles as the online channel has reached a critical mass stage where it can justify an expert. In general, the Sales and Marketing disciplines across FMCG / Consumer Goods are seeing salary increases of typically 3% with high achievers or more generous companies awarding increases of 5%. RETAIL The Retail sector continues to be one of the most exciting sectors in Australia, with domestic retailers slowly evolving into multi-channel retailers, major global brands entering the market and a range of domestic and international pure play online retailers also competing for talent. The Digital market has seen a steady flow of demand across Social Media, SEM / SEO roles, UX and E-Commerce specialists. There is a shift towards hiring candidates with more sophisticated / higher quality experience in comparison to hiring in previous years when

11 11 / MARKET TRENDS & SALARY REVIEW much of the hiring was at junior levels and the quality of candidate skills was patchy. In terms of marketing roles, the Retail sector has been one of the most advanced in the convergence of digital and marketing, to the point where the vast majority of marketing roles have a heavy digital orientation. Customer loyalty and customer experience skills have been and will continue to be in strong demand as is the ongoing focus on Data Analytics. Some candidates have been able to gain an increase in salary of over 10% when moving from one company to another, which if this trend continues, will put pressure on companies undertaking their annual salary review for these job types. In general though there is not a lot of pressure on salary levels across the broad Retail market. We believe most candidates will be receiving a salary increase in line with CPI if they are having a July review. MARKETING & COMMUNICATIONS FMCG Marketing Director $300+ Marketing Manager $160 - $180 Senior Product / Senior Brand Manager $120 - $150 Product / Brand Manager $100 - $120 Digital Marketing Manager $130 - $150 Public Relations Manager $110 - $130 Internal / External Comms Manager $120 - $160 Internal / External Comms Advisor $100 - $125 Head of Communications $220+ SALES & CATEGORY FMCG Sales Director OTE $300+ Sales Manager $200+ Business Manager $200+ Strategic or National Account Manager $150 - $175 Field Sales Manager $160 - $180 Channel Sales Manager $145 - $165 Category Director $180 - $220 Category Manager $140 - $160 Category Analyst $100 - $120 The figures stated show Total Package including cash, superannuation and benefits. Discretionary components such as bonus and options are excluded. Bonus components tend to range from 10-40% of Total Package, with senior executives on the higher end.

12 12 / MARKET TRENDS & SALARY REVIEW MARKETING & COMMUNICATIONS CONSUMER GOODS / RETAIL Marketing Director $250+ Marketing Manager $150 - $175 Senior Product / Senior Brand Manager $110 - $130 Product / Brand Manager $90 - $110 Digital Marketing Manager $110 - $130 Public Relations Manager $100 - $120 Internal / External Comms Manager $110 - $125 Internal / External Comms Advisor $90 - $110 Head of Communications $200+ DIGITAL FMCG / CONSUMER / RETAIL Head of Digital $225+ Head of Online / E-Commerce $160 - $200 Head of SEO / SEM $140 - $160 Head of Product $175 - $220 Head of Content $160 - $180 Social Media Manager $110 - $130 Web Analyst $100+ Head of UX $130 - $170 Project Manager $110 - $150 DATA ANALYTICS FMCG / CONSUMER / RETAIL Head of Data Analytics $200+ Insights / Analytics Manager $150 - $175 Data Scientist $135 - $150 Senior Analyst $110 - $130 Analyst $90 - $120 Senior Modeller Analytics $120 - $150 Modeller Analytics $90 - $120 Web Analyst $100 - $140 Teradata Manager $110 - $130 SALES & CATEGORY CONSUMER GOODS / RETAIL Sales Director 0TE $275+ Sales Manager $160 - $180 Business Manager $140 - $160 Strategic or National Account Manager $125 - $145 Field Sales Manager $130 - $160 Channel Sales Manager $120 - $140 Category Director $130 - $150 Category Manager $110 - $130 Category Analyst $90 - $100

13 13 / MARKET TRENDS & SALARY REVIEW IT&T VERTICAL This financial year has seen some stability return to the IT&T sector after years of turmoil in the Telco sector and the IT sector experiencing major changes through technology advances. However, companies are keeping benchmarks high when hiring and executives are conservative about making a move. Most of the hiring activity has been in the sub $250,000 market with a strong emphasis on sales or business development roles. The trend to cloud related services has built the demand for professionals in not only cloud tech firms but also over-lapping into telecommunications and infrastructure partners. An interesting trend in the Telco sector has been the significant growth in demand for digital experts, including social media. This is a reflection of the mass consumer market exposure of these firms and the importance of engaging with customers to protect the Net Promoter Score level which most large telcos or ISPs are focussed on. Demand for highly skilled, solution sales professionals remains reasonably strong as traditional software companies make the shift to cloud-based vendors. They are also being disrupted by aggressive, high growth SaaS vendors who have strong momentum in their respective market. These roles require a different skillset in a salesperson and is subsequently driving change in the market. In terms of salaries, we expect increases of 3-5% on base salaries to be typically in the range. MARKETING & COMMUNICATIONS IT&T Marketing Director $275+ Senior Marketing Manager $150 - $220 Marketing Manager $100 - $150 Product / Brand Manager $120 - $180 Segmentation / Acquisition / Retention Manager $110 - $150 Digital Marketing Manager $120 - $180 Public Relations Manager $140 - $180 Internal Comms Manager $120 - $150 Head of Communications $220+ The figures stated show Total Package including cash, superannuation and benefits. Discretionary components such as bonus and options are excluded. Bonus components tend to range from 10-40% of Total Package, with senior executives on the higher end.

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15 15 / MARKET TRENDS & SALARY REVIEW DIGITAL Head of Digital $220+ Head of Online / E-Commerce $220+ Head of SEO / SEM $140 - $180 Head of Content $120 - $150 Social Media Manager $110 - $200 SALES & CONSULTING CONSULTING & TECHNOLOGY SERVICES Country Manager OTE $400+ Sales Director ANZ OTE $300+ Sales Manager ANZ OTE $240+ Account Director ANZ OTE $280+ Senior Account Manager OTE $200+ Junior Account Manager OTE $150+ Channel Sales Manager OTE $120 - $180+ Senior Consultant OTE $160 - $280+ Junior Consultant OTE $110 - $160+ BD Consultant OTE $240+ Pre Sales OTE $130 - $160 The figures stated show Total Package including cash, superannuation and benefits. Discretionary components such as bonus and options are excluded. Bonus components tend to range from 10-40% of Total Package, with senior executives on the higher end. PROFESSIONAL SERVICES / B2B SERVICES Whilst corporate Sydney and Melbourne edges towards growth, the Professional Services sector is still relatively weak for recruitment across sales / BD, digital and marketing / communications roles. Nevertheless, we are well and truly past the period of downsizing, although the market still has a sense of bumping along the bottom. Like many other markets, most of the activity is at the mid-levels with roles across digital, communications and bid roles turning over at a steady level. Salary increases have been linked to CPI with the exception of some digital roles where candidates in digital content area have been able to generate increases of 5% or more. Senior level appointments, typically with salary levels of $200,000 or more have been few and far between. However, we expect this market to improve slowly as the 2015 calendar year progresses and 2016 should see growth in headcount across the market at these levels, and a higher turnover of candidates as people choose to take advantage of a stronger market to move to a different environment. In terms of the sectors, the Legal sector appears to be through the major period of consolidation, mergers and alliances. Whilst this initially meant redundancies, companies are now beginning to

16 16 / MARKET TRENDS & SALARY REVIEW communicate their story to the market and or increase the level of their business development activity. Over time, this will drive demand across the sector. Demand across accounting firms is stable, with an orientation to digital skillsets as they embrace digital as a highly effective and targeted communication channel. We expect the Accounting sector to be the first within Professional Services to increase demand for BDM experts as confidence levels improve. Engineering Services firms are naturally in defensive mode with very little hiring from a marketing and business development perspective. Like their Mining or Construction clients, there may well be a period of mergers and consolidation as a reaction to the much tougher business climate. Candidates in this sector would be wise to consider moving across to other sectors within the Services space. MARKETING & COMMUNICATIONS PROFESSIONAL SERVICES Marketing Director / CMO $300+ Senior Marketing Manager $180 - $220 Marketing Manager $130 - $160 Head of Brand $200+ Brand Manager $120 - $140 Head of Communications / Corporate Affairs $220+ Public Relations / Media Manager $140 - $160 Internal Communications Manager $140 - $160 Digital Marketing Manager $140 - $160 Business Development Manager $150 - $200 Bid Manager $110 - $150 DIGITAL Head of Digital $200+ Head of Content $140 - $170 The figures stated show Total Package including cash, superannuation and benefits. Discretionary components such as bonus and options are excluded. Bonus components tend to range from 10-40% of Total Package, with senior executives on the higher end. THE NEXT 12 MONTHS We believe the trends of the previous 12 months will continue through the next financial year. Barring some type of major financial meltdown, we expect the pace of recovery in the mid to senior level recruitment market to continue. As candidates at mid-levels become more confident about opportunities in the broad market they will join the virtuous cycle of being proactive to make a move. This in turn drives the musical chairs scenario, which is what allows companies to refresh talent and candidates to expand their skills and experience. In addition companies

17 17 / MARKET TRENDS & SALARY REVIEW will be in growth mode, albeit a slow and steady recovery as has been the case in the post-gfc market. The senior or executive market has the potential to be exciting in financial year 2015 / The pressure to grow profit and pay generous dividends to shareholders is so high, the CEO role is tougher than ever. Most CEOs are now concluding they cannot cost cut their way to growth. That leaves two options: grow sales or go down the M&A path. Both are good options and both will lead to a step up in hiring for senior level executives with strong skills in digital, sales and marketing. Those companies that start hiring early will have the advantage of a strong pool of candidates in the market from which they can select. We are starting to see some of the more proactive organisations take the initiative and they are benefitting from being able to interview very strong shortlists of candidates. KEY SKILLS IN DEMAND FOR 2015 / 2016: DIGITAL TRANSFORMATION EXPERTS E-COMMERCE CUSTOMER EXPERIENCE CUSTOMER LOYALTY STRATEGIC SALES LEADERS

18 18 / MARKET TRENDS & SALARY REVIEW RECENT ASSIGNMENTS DIGITAL Head of Digital and Online Big-4 Wealth Management Firm Head of E-Commerce Consumer Technology Vendor Director of Digital & E-Commerce Luxury Brand Head of Digital Transformation Superannuation Fund MARKETING Marketing Director Entertainment Group Head of Brand ASX Financial Services Director Digital Marketing & SEO ASX Listed Media Group Asia Pacific Regional Marketing Head Cloud-based Vendor Head of Category Consumer Electronics PRODUCT Ad Product Innovation ASX Listed Media Group Head of Product MVNO Head of Product Entertainment Group Product Director, Online Development Retail Bank SALES National Sales Manager FMCG Head of Digital Sales Global Sports Entertainment Senior Consultant Business Development Network Services Strategic Account Director Software Vendor ANALYTICS / INSIGHTS Head of Insights Consumer Goods Head of Customer Analytics and Intelligence - Wealth Management

19 19 / MARKET TRENDS & SALARY REVIEW TESTIMONIALS I have had the pleasure of working with Perceptor on the candidate and client side. Transparent, responsive, understanding and commercial are words I would use to describe the team. They understand the nuts and bolts of what we are looking for. JULIE GM, LEADING ONLINE AUSTRALIAN RETAILER We have a strong bond with Perceptor a company that we ve worked with for over ten years. Their ability to consistently align our requirements with the right skills and culture fit has been fundamental to our success. CHRIS MANAGING DIRECTOR, LEADING ENTERTAINMENT DISTRIBUTOR

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